💸 From AI Spec to Paid Samsung Campaign

This week:

How an AI spec ad turned into a paid Samsung campaign, DOOH hits record growth, and why the Netflix × Warner Bros deal impacts you as a marketer.

This AI spec ad didn’t get a takedown. It got a contract with Samsung.

A one-day AI remake of Samsung’s €5M CGI commercial went viral and ended with a DM from Samsung’s CMO.

This is the story of how an AI experiment turned into an offer of an official Samsung TV spot, and what it says about where production is heading next.

👉 Read the full story in our interview with AI producer Jakob Schweighardt.

DOOH is officially driving the 2025 OOH boom.

OOH just hit a new milestone in Q3 2025, and digital is leading the charge.

The market reached $2.13B in revenue (+4.5% YoY), with DOOH growing +11.6% in the same quarter. Digital screens now account for 35% of total OOH revenue, more than a third of the market.

Among the top 100 OOH advertisers:

65 increased spend vs. last year
19 more than doubled it
30% are tech or D2C brands (Apple, Amazon, Samsung, Netflix, Google & more)

But beyond the numbers, this growth unlocks something bigger.

DOOH is becoming one of the few spaces where bold, high-impact creative actually gets room to breathe. Bigger screens, premium locations, and fewer AI-generated shortcuts mean brands still have to show up with ideas that feel considered, crafted and real.

For CGI-driven formats, this is a sweet spot: A digital channel that rewards scale, ambition and storytelling, not just speed.

Yes, the Netflix × Warner Bros deal will also change the advertising landscape.

Netflix’s move to acquire Warner Bros. is shaking up more than just the streaming landscape, it’s a big signal for the future of advertising in entertainment.

If the deal goes through, Netflix suddenly controls a massive IP universe (film, TV, franchises, archives) and one of the most advanced ad-supported streaming platforms on the market. That combination could fundamentally change how premium video advertising works.

How this affects marketers:

Fewer platforms, bigger ecosystems → more bundled media + content + data
Stronger push toward ad-supported streaming tiers
Deeper integration of content, formats, and ad tech under one roof
More pressure on brands to think beyond classic pre-rolls

For advertisers, this points toward a future where storytelling, placement, and media buying are far more interconnected — and where premium IP becomes part of the media strategy itself.

Streaming isn’t just competing for viewers anymore. It’s competing to become the most powerful advertising platform in entertainment.

💡 Industry Insights

FOOH Creator Spotlight: day five

From the production set of Star Wars to Dior and LVMH FOOH campaigns — Australian studio day five brings true cinematic craft into CGI-driven advertising.

In our full interview, they break down their workflows, thoughts on AI, what clients still misunderstand about FOOH, and why emotional storytelling in creative tech

matters now more than ever before.

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Read the full interview